Saudia unveils new brand identity and digital transformation

Saudia, the national flag carrier of Saudi Arabia, has proudly unveiled its refreshed brand identity and livery.

Distinguished guests, including Royal Highnesses, prominent figures from both the public and private sectors, media correspondents and aviation experts gathered to witness the significant milestone.

This rebranding initiative aligns with Saudia’s broader strategic digital transformation plan, reinforcing its commitment to supporting Saudi Arabia’s Vision 2030 by attracting global visitors to the Kingdom.

The introduction of this new brand identity heralds a fresh era for Saudia, characterised by innovative customer service concepts, a strong emphasis on digital enhancements and an unwavering dedication to enhancing the guest experience while celebrating Saudi culture.

This transformative journey seeks to engage all five senses, promising guests an authentic Saudi experience throughout their journey.

From a distinctive fragrance and sonic identity to locally-inspired cuisine crafted by skilled Saudi artisans, every detail aims to leave guests with a profound sense of the country’s warmth and hospitality.

This not only fosters a deeper appreciation of Saudi culture for both nationals and visitors but also firmly anchors Saudia’s national identity.

As part of the rebrand, Saudia has introduced new uniforms for its cabin crew and ground staff, symbolising a fresh start and a renewed commitment to excellence.

The airline’s new brand colours, featuring green, blue and sand, reflect its ambitious plans to expand its fleet and destinations, serving as a bridge connecting the world to Saudi Arabia while underscoring the Kingdom’s authenticity and cherished values.

Parallel to its rebranding efforts, Saudia has embarked on an extensive digital transformation journey to enhance the customer’s digital experience.

The airline is at the forefront of international carriers, leveraging generative Artificial Intelligence through its virtual assistant, aptly named “SAUDIA.”

This innovative AI solution is set to revolutionise the booking process, with the goal of enabling guests to complete transactions efficiently and seamlessly by year-end.

Beyond improving customer experiences, this ambitious digital transformation also streamlines operations and processes, while ensuring the highest levels of data security through strategic partnerships with leading global companies.

Engr. Ibrahim Al-Omar, Director General of Saudia Group, shared his excitement about this transformative phase, stating,

We are experiencing a new era and a very exciting time for Saudia. Our airline has evolved significantly over the years, from a Douglas DC-3 aircraft in 1945 to a modern fleet of 140 aircraft, serving over 100 destinations, making us one of the largest airlines in the region. Our new identity pays homage to our rich heritage while reflecting our visionary approach that is poised to captivate the world.

Saudia’s commitment goes beyond just refreshing its look and digitizing its operations; it is also actively contributing to Saudi Arabia’s Vision 2030.

By collaborating with industry stakeholders, Saudia is dedicated to achieving the goals of the National Aviation Strategy, positioning Saudi Arabia as a global industry leader.

This strategy focuses on enhancing the customer experience, improving safety measures, and advancing a more sustainable future, all in line with Saudia’s expansion objectives to welcome approximately 330 million visitors to the Kingdom by 2030.

Paul Baker, Sales Director of Global Travel Management said,

Saudia’s rebranding and digital transformation initiatives signal not only a renewed commitment to excellence but also a clear path towards Saudi Arabia’s future as a global aviation leader. With a strong focus on enhancing the guest experience and showcasing the Kingdom’s rich culture, Saudia is well-positioned to make a lasting impression on the world of business travel.

Contact your Global Travel Management Account Manager next time you need to fly to the Kingdom of Saudi Arabia.